Research shows growth in natural black haircare

Women of colour are more likely to care for their hair using naturally rather than using chemical-based styling products, according to new research by Mintel.

The report, Black Haircare US 2018, shows that 40% of black females style their hair without chemicals or heat. Thirty-three per cent reported that they did use heat to style their hair, but again shunned chemical-based products. Seventy per cent of the women surveyed said that read ingredient labels in haircare products to enable them to avoid certain chemicals, with one in three (30%) stating that their hair makes them feel healthy.

These women's attitudes towards the use of chemical hair care has made a dint in US hair case revenues, with an estimated 2.3% decrease in haircare expenditure since 2016. At-home relaxer sales have also declined by 22.7% over the same period. The most popular haircare products amongst this demographic includes deep conditioning treatments (59% of 18-24-year-olds vs 37% overall) and edge control (58% vs 26% overall).

Toya Mitchell, Multicultural Analyst at Mintel, comments:

“Healthy hair is beautiful hair for the majority of black consumers, with the black haircare market adjusting to the new natural hair normal. Many women are making a conscious choice to wear their hair naturally as they feel empowered to embrace an Afrocentric beauty aesthetic. Brands with product lines specifically for natural hair should include messaging that encourages black women to unapologetically embrace their stylised, natural self. 

“The products and tools black women use to maintain and style their hair is also indicative of how they live their lives; choosing natural ingredients whenever possible to be healthy on the inside, which in turn will be visible to themselves and others on the outside. Brands should consider product innovation, expanded retail distribution and messaging as opportunities to better meet the needs of this demographic, with the future of the black haircare market dependent on chemical-free consumers.”

Mintel also say that women of colour are turning to social media to learn how to style their hair. The research revealed that 68% of women aged 18-34 use YouTube to search for video how-to tutorials, with a third (32%) of consumers purchasing haircare products online. A quarter of those who purchase online do so through online-only retailers, a 9% decrease in figures from 2016.